3 Content Types To Rule Them All: A Simple & Fuss-Free Content Strategy

Wise words, indeed, from marketing expert Doug Kessler.

In an era when people increasingly rely on the internet to find real estate information, content marketing allows you to answer the myriad questions buyers and sellers have. In the process, you can showcase your expertise and gain their trust — and perhaps even their business, too.

But with so many platforms to post content on, agents like you might be wondering: “What kind of content strategy should I even use?”

There’s a tried-and-tested model that many of the world’s most successful brands use — one that’s surprisingly easy to grasp.

Join us for a deep dive into the Hero, Hub, Hygiene content marketing plan.

Content Marketing 101

At its core, content marketing is all about online discoverability. Whether you’re posting a how-to guide for first-time homebuyers or sharing your latest listings on Tiktok, the goal is to be seen by prospects.

It’s unsurprising that Google — the primary tool people use to find anything and everything online — is the mastermind behind the Hero, Hub, Hygiene model (or 3H as industry insiders call it).

3H offers a simple strategy that anyone can use, from solo agents to national brokerages. This model lays out the three important types of content marketers need to post so they can: (1) generate attention and (2) keep people coming back.

The genius part is its sustainability: 3H empowers you to create a diverse mix of content, but also understands that not all posts require the same level of effort — a boon given your stacked schedule.

If that sounds like a strategy you can jive with, let’s get into the Hero, Hub, Hygiene model!

Hero Content

Think of hero content as a summer blockbuster. It requires a lot of planning to pull off and has a big budget to match, but it sure gets everyone talking.

In short, hero content is a tentpole post that makes your brand stand out. Yes, it requires more resources to create, but it’s also more likely to go viral.

By its very nature, hero content isn’t something you’ll feasibly put out monthly in the same way that there isn’t a Marvel or DC movie in the theaters every month. Rather, it’s the ace up your sleeve when you want to make a splash and get an unfair share of eyeballs a few times out of the year (e.g. seasonal campaigns).

Examples of Hero Content

• Property Showcase
  Got an ultra-deluxe listing? Why not commission a team to film a video walkthrough of the home? Not only does this showcase the kind of properties you have access to, but it also appeals to people who want to know how the rich and famous live.

• Celebrity Home Tours
  If you’re lucky enough to be representing a famous seller, ask if you can do a home tour. The celebrity factor is sure to attract viewers and you’ll get ample exposure for your listing while you’re at it.

• Publications
  Of course, hero content doesn’t always have to be a video. Sometimes, it can be a valuable piece of content like an e-book, market report, or limited-edition magazine. Even better, you can require people to leave their email before downloading your publication, which helps build up your prospect database.

Hub Content

If hero content is a Hollywood blockbuster, hub content is a hit TV show.

As you can glean from the analogy, this type of content is meant to keep people coming back for more, so consider creating a series that your audience can look forward to.

A great tip is to create recurring “content buckets” that cover different topics, which makes it easier to fill out your content calendar. For example, you can host regular podcasts where you interview industry insiders or write a blog about upcoming events in your neighborhood.

By creating such content, you can hone your brand voice and image, while building a loyal online following along the way.

Examples of Hub Content

• New Listings
  Given the dearth of listings these days, regularly posting newly available homes for sale is a surefire strategy to attract would-be clients. If you already publish a newsletter for new listings, you can repurpose that content for social media.

• Market Reports
  The property market can change drastically from quarter to quarter. So whether a person is buying or selling, they want to know if now is a great time to do so. You can answer that burning question by posting monthly property market updates that deliver the latest insights.

• Neighborhood Guides
  Not all hub content should be about houses per se. After all, lifestyle is just as big a draw for buyers as a huge walk-in closet. By posting about great local businesses, nearby attractions, and family-friendly events, you remind people why your town or city is worth relocating to.

Hygiene Content

Not all content has to be “sexy” — sometimes, being informative is more than enough.

That’s hygiene content for you. Continuing our analogy, this kind of content is similar to an instructional YouTube video that tackles a topic you just happen to need help with.

Of course, that’s not to say hygiene content has to be boring. You can play with formats like videos, infographics, slideshows, and carousels to make the information you present engaging on top of being useful.

The great thing about hygiene content? They can help tremendously with your SEO because the topics they cover are often the very same search queries people type into Google (e.g. “how to prequalify for a mortgage”).

Examples of Hygiene Content

• Tips For Niche Homebuyers
  No two homebuyers are the same: one can be a first-timer, another could be an investor, and some might be veterans. By creating comprehensive guides for different audiences, you can demonstrate the breadth of your expertise and subtly hint that you can assist with their home purchase.

• Q&A Sessions
  Real estate transactions are complicated and a live Q&A can help people navigate it with confidence. As a bonus, you get to showcase your mastery of your local market and give prospects a taste of what it’s like to work with you. (Pro-tip: incorporate keywords into your titles and descriptive copy to get some SEO juice.)

• Real Estate Glossary
  Jumbo loans, escrow, earnest money, short sale, amortization — sometimes, real estate terminologies can be as baffling as Latin. But it doesn’t have to be that way if you create content that shines a light on all this befuddling jargon.

Best Practices to Keep in Mind

Having a framework to guide your content marketing is a great advantage. That said, 3H (or any other model) is not a cure-all. No matter what strategy you use, you can’t get optimal results unless you take the following into account:

• Understand Your Audience
  Whether you’re creating hero, hub, or hygiene content, make sure you’re clear who it’s for. Take into account both their needs, as well as where they are in the purchase funnel (just looking vs. ready to make a bid). Doing so means that every piece of content you release aligns with the most important marketing goal: generating leads.

• Strike A Balance
  This quote from advertising guru Howard Gossage applies well to content marketing: “People read what interests them. Sometimes, it’s an ad.” Yes, promoting your business and service is important, but don’t forget that prospects don’t want to be hawked to. Give your audience the information they need first, then maybe they’ll be willing to hear your sales pitch.

• Develop A Content Calendar
  Creating content on the fly is never easy. By having a content calendar, you can give your team the time and resources they need to make the best content possible.

• Keep Your Brand Voice Consistent
  Formats may change, but your brand voice shouldn’t. Keep the same tone and personality, but tweak it as needed depending on the type of content you’re making.

• Don’t Forget About Analytics
  There’s no reason to keep posting a certain type of content if it doesn’t pull in views or clicks. Experiment with other formats or topics and lean into the content that sticks.

Ready to master content marketing?

The 3H model is a powerful but simple strategy that you can use to cut through the cluttered digital landscape. We hope this guide gives you a better understanding of this strategy so you can optimize your content marketing.

Of course, Agent Image is more than able to handle your content marketing if you have too much on your plate. With a team of digital marketing mavens, we provide services such as blog writing, long-form content production, and social media marketing. Just call 1.800.979.5799 to book a FREE consultation!

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